AriZona launches "Golden Bear" lemonade drinks with Jack Nicklaus
It will never replace the Arnold Palmer. That much is certain. I’ve seen the iconic drink that Palmer made famous sell so fast, it’s akin to teenagers gobbling up energy drinks.
But Arnie and Jack Nicklaus have always been competitive – on the course playing, designing courses, etc. – so it’s no surprise that Nicklaus has entered the “golf drink” market with the “Golden Bear,” a lemonade made by AriZona Beverages. The new product was announced during the Masters Tournament in conjunction with its national release.
I’m all for creative marketing and AriZona did it right. They sent out this promotional kit to writers across the country. Once I got a peek inside the box, I let my children open it. I let my daughter keep the bear and my son got to guzzle down the small sample can of the drink. He quickly proclaimed it “was better than Minute Maid,” the lemonade of choice in our house. Yep, that’s how you make a splash in the market. A good product mixed with some creativity goes a long way to getting the word out.
AriZona wanted to produce a new product line with a partner that shared the company’s strong sense of family, values and loyal roots. That’s where Jack Nicklaus comes in. The greatest golfer in the history of the sport has been a husband of almost 52 years, a father of five and grandfather to 22. “Family has always been number one, and that’s how we run this business—that’s how I see this company,” said AriZona Chairman Don Vultaggio in a statement. “Mr. Nicklaus represents those same ideals.”
The Golden Bear line features three flavors, including regular Lemonade with Honey and Ginseng, Mango Lemonade and Strawberry Lemonade. The refreshing lemon flavor is carried throughout all three products, while the Mango Lemonade boasts a sweet, tropical taste, and the Strawberry Lemonade features bright notes of ripe strawberries.
The “Golden Bear” drinks are packaged in the company’s 23-ounce cans. Each can features portraits of Nicklaus and his family during memorable moments with images of Nicklaus clutching the Claret Jug after his 1978 British Open Victory; the Golden Bear carrying son Gary off the green during his win at the 1973 PGA Championship, where he set the mark for major championship victories; and even a teenaged Nicklaus during his all-star days playing basketball for Upper Arlington High School Golden Bears.
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